Marketing Planning Primer: Developing Marketing Objectives, Strategies & Tactics

• The essential components of a strategic marketing plan
• How to complete each section of the plan with clarity and strategic intent
• How to link marketing strategies to business goals, KPIs, and financial outcomes
• How to leverage the plan to influence budget and resource allocation
• How to use the plan as a dynamic tool to guide priorities and adjust as needed

• A practical, customizable marketing plan template
• Hands-on exercises to apply the framework in real time
• A reference toolkit to support strategic planning beyond the session

•  Marketing and brand managers
• Agency account managers and supervisors
• Marketing communications professionals
• Mid-level marketers responsible for planning and strategy

*If you have previously attended the Developing the Marketing Plan training, please do not register for this session as the content is similar. 

We recommend enrolling and completing Beyond the Primer: Building a Strategic Marketing Plan That Delivers as this session will build on the content, examples and strategies discussed by Richard Toker.

Richard Toker, CM
President at Branderos

Richard Toker is a fixture in the Canadian marketing scene with extensive experience in both agency and client-side roles, including as a Director of Marketing at Rogers. As a solution-focused facilitator, trainer, and consultant, he has spent many years helping clients navigate challenging changes and develop their management skills. Richard also contributed to the development of the Chartered Marketer designation and serves as an ongoing instructor in the program.

As a boutique agency founder at Branderos, he brings insight in consumer and B2B marketing from experience on brands such as Sheridan Continuing and Professional Studies, Ontario Charitable Gaming Association, Muskoka Steamships & Discovery Centre, the Canadian Marketing Association, Recipe Unlimited (Harvey’s & Swiss Chalet), and – previously – American Express, CAA, CBC, HP, IBM, HSBC, Little Caesars, Pitney Bowes, Fuji, Goodyear, Lexus, Bell, Rogers, Telus, Ontario Lottery, Scotiabank, and SIR Corp (Jack Astor’s, Scaddabush).

Prior to starting his own business in 2009, Richard was Director, Direct & Digital Marketing at Rogers Communications. And prior to that, Richard spent almost 20 years in the advertising business at Ogilvy & Mather, McCann Erickson, Cossette, Draft, and Bimm.

Cancellation or transfer of registration must be received by e-mail to learning@thecma.ca no later than ten (10) business days prior to the date of the training to receive a full refund. No refunds will be given for cancellations made less than ten (10) business days prior to the training date. If you registered for a training but are unable to attend, substitutions* are welcome any time prior to the original registration training date at no extra cost.

*Substitutions refer to the transfer of a registration from one individual to a colleague